SS+K Tells Everyday Stories for The New Yorker

By Erik Oster 

SS+K launched a new campaign for The New Yorker featuring an online spot and accompanying print and social executions.

The 60-second spot, entitled “Train” was shot by director J.C. Chandor at Union Station in Los Angeles. It shows a man making his way through the station, noticing small stories unfolding around him as he approaches his train. When he finally he sits down and opens his tablet to finish a story in The New Yorker, he notices a young woman reading a print copy of the magazine. The video will run on YouTube, Hulu, and while the campaign’s print component, shot by photographer Stephen Wilkes, will appear in such publications as The Economist, Food & Wine, People, Vanity Fair, Bon Appétit and Vogue.

“This campaign is about the everyday stories that exist all around us, the stories The New Yorker is so good at delivering,” said Bobby Hershfield, partner and chief creative officer at SS+K.

“Readers and potential readers of The New Yorker share a code: they are readers who are innately curious, with eclectic, contemporary tastes,” added Rob Shepardson, partner and co-founder of SS+K. “Only at The New Yorker can you enjoy a diverse range of stories expertly told, with iconic depth and accuracy, on multiple platforms. Today’s readers—no matter their interests—will find their place in The New Yorker. We set out to tell that story.”
Partner, CCO: Bobby Hershfield
Partner, Co-Founder: Rob Shepardson
Sr. Copywriter: Lindsey Lanpher
Sr. Art Director: Alyssa Georg
Director of Production + Innovation: John Swartz
Sr. Producer, Video: Brendan O’Malley
Sr. Producer, Art: Jamie Appelbaum
Business Affairs: Sarah Giarraffa
SVP, Digital Strategy and Innovation: Kevin Skobac
VP, Director: Will Flood
Account Executive: Nick Petrillo


Film Production Company: RESET
Director: J.C. Chandor
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Executive Producer / Bidder: Jen Beitler
Production Supervisor: Grace Campos
Producer: Greg Schultz
Editorial: Bikini Editorial
Editor: Avi Oron
Assistant Editor: Gustavo Roman
Post Executive Producer: Gina Pagano​
Post Producer: Ruganzu Howard
Visual FX/Flame: Eric Gelgand
Colorist: Nice Shoes- Chris Ryan
Sound Design: Avi Oron
Music: Yoni Oron (The Widdler)
Sound: Heard City
Mixer: Cory Melious
Producers: Gloria Pitagorsky, Talia Rodgers, Sasha Awn
Assistant Mixer: Stefano Campello

Photographer: Stephen Wilkes
Agent, Bernstein Andriulli: Emily Leonardo
Producer: Bette Wilkes
Studio Manager: Jessie Ayala
Production Coordinator: Leah Mara
Digital Tech: Chris Janjic
Assistant: David Jaffe
Assistant: Jani Zubkovs
Assistant: Marc Lemoine
Assistant: Rob Petrie
Assistant: Evan Mann
Assistant: Todd Cooper Barnes
Wardrobe Stylist: Erika Piekarski
Stylist Assistant: Ryen Blaschke
Stylist Assistant: Rebecca Chasin
Groomer: Sophie Haig
Production Assistant:Jay Diaz
PA / Driver: Mark Wynegar
PA / Driver: Steven Brick